Promotions and Communication Strategies

PROMOTION AND COMMUNICATION STRATEGIES 1

PROMOTION AND COMMUNICATION STRATEGIES WHICH INCLUDE; INTEGRATED MARKETING COMMUNICATIONS, ADVERTISING AND PUBLIC RELATIONS, SALES PROMOTION AND PERSONAL SELLING.

ROBERT MUTURI

VICTORY UNIVERSITY

PROMOTION AND COMMUNICATION STRATEGIES 2

ABSTRACT

This paper explores three topics which are integrated marketing communications, advertising and public relations, sales promotion and personal selling. These topics revolve around promotion and communication strategies and are very important. The paper contains information researched from online as well as offline sources. The paper looks at the above named topics in detail, citing real world examples to facilitate a deeper understanding of the topics. Various references are utilized and they provide the information necessary to provide a broad yet detailed explanation.

PROMOTION AND COMMUNICATION STRATEGIES 3

INTEGRATED MARKETING COMMUNICATIONS

Promotion is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. Promotional strategy is a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, and sales promotion. The main function of a marketer's promotional strategy is to convince target customers that the goods and services offered provide competitive advantage over the competition. Competitive advantage is the set of unique features of a company and its products that are perceived by the target market as significant and superior to the competition.

Most promotional strategies use several ingredients which may include advertising, public relations, sales promotion,...